Location, Location, Location: A Better Way Of Targeting Emails For Loyalty Programs

Loyalty programs -- those heralded marketing ploys pushed by 60% of all companies -- are not delivering for many of them.  

That’s the conclusion of Leveraging Loyalty Programs Using Competitor-Based targeting, a study conducted by Brett Hollenbeck and Wayne Taylor and reported by the authors in Harvard Business Review on Thursday.

One mistake that many firms make is targeting loyalty promotions at their highest-spending customers.